Draft Position Paper

The food industry has become more concerned with a healthy image. Consumers are more aware of the nutritional value of food at certain establishments. The fast food industry, in particular, has faced consumers desire for healthier menu items. Customers want to know the nutritional content (fat, calories, vitamins, etc.) in the food they are eating. They also value establishments which have a variety of menu selections. Consumers value their right to choose, especially regarding their health.

Burger Planet has created a traditional family image over the years. The goal is to allow consumers the ability to make healthy choices and also to keep our most valued customers. New, healthy menu items will be added, but our classic menu choices will remain the same.

Burger Planet needs to focus on a particular target audience in order to be efficient in their marketing. The most health conscientious market tends to be women in their 30’s. Burger planet should target these women and show them that they have options and can still be healthy. Many women in their 30’s are mothers and are constantly battling their children’s desires for fast food. Working mothers need quick options when they don’t have the time to make a home cooked meal but still want healthy options. Childhood obesity is also a growing issue in the United States so by adding healthy options, children along with their mothers can eat better and still eat out.

Our goals are to:

o Change BP image without losing old customers, keep classics
+ Healthy is ‘in’
+ Need healthy menu options
# One way to appeal to the desire of a healthy lifestyle would be for Burger Planet to add healthier options to their menu. By adding salads, fruit, or options for lowering calories to the menu, mothers will be more willing to bring their children in for a meal.
+ Need a healthy/fitness face
# Spokesperson?
o Choose a spokesperson well known for healthy living
o Must be willing to be associated with Burger Planet
o Who to approach with contract?
+ Jayne Peterson
+ Millian Jicheals (Big Fat Loser coach)
+ Hob Barper (Big Fat Loser coach)
+ Hony Torton (X90P host and creator)
o Create a contract for willing spokesperson
+ Paid based on following certain rules
# No negative Fast-food talk
# Imply they eat at Burger Planet
# Mention Burger Planet on TV appearances
# Links to BP on personal web-pages
# Film commercial and shoot ad for BP
If Burger Planet takes these steps towards a healthier image, we believe that sales will increase and the positive image will spread among consumers in the United States.